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Target ad was effective. I saw Wicked on Broadway many years ago but not a fan per se but loved the movie. After seeing the last scene I better understood the Target ad and appreciated it.
Some of the collabs were probably targeting super fans, ie., like the pink or green Starbucks beverages. I thought it was cute that people dressed up in pink/green to see the movie, which is something I would do for say Marvel.
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I didn’t even realize they had cross promo with Starbucks but that’s a smart place to target for a campaign like this. Perfect product placement.
I don’t know if the marketing was a way to drive ticket sales, as much as it was a way to capitalize on extra sales of merchandise that was going to get a sales boost because of the high pre-existing interest in the film. I’m not a Broadway fan, but the public knowledge of the “Wicked” show going into the film seemed massive. The Starbucks drinks were cute, and the pink/green marketing possibilities seem endless.